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Social Media Marketing

Social Media Audit and Optimization Framework

use this prompt when:

  • You need to evaluate the effectiveness of your current social media presence across multiple platforms
  • Your social media engagement metrics have plateaued or declined despite consistent posting
  • You’re planning to reallocate resources across social channels and need data to inform your decisions
  • You want to benchmark your social media performance against key competitors
  • You’re preparing for a brand refresh or campaign launch and need to optimize your social foundations

The prompt

Create a comprehensive social media audit framework for <business name> to evaluate and optimize our current presence across <social platforms> against best practices and business objectives of <business objectives>. Develop a structured methodology for assessing profile optimization, content strategy effectiveness, audience quality, engagement performance, community health, and competitive positioning. Include specific evaluation criteria, scoring systems, benchmark standards, and prioritization frameworks for identifying improvement opportunities. Provide an implementation roadmap template for addressing identified gaps, with special focus on our known challenge areas of <challenge areas> and strategies to better engage our target audience of <target audience> with our key messages around <key messages>.

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How to customize

Social Media Audit and Optimization Framework
Variables
Description
Variables
business name
Description
Enter your brand or company name that will be the focus of the social media audit.
Variables
social platforms
Description
List the specific social media platforms you want to evaluate (e.g., Instagram, TikTok, LinkedIn, Twitter/X).
Variables
business objectives
Description
Outline your primary business goals for social media (e.g., brand awareness, community building, lead generation, customer support).
Variables
challenge areas
Description
Identify specific aspects of your social media that are underperforming or concerning (e.g., declining engagement, poor content consistency, low conversion rates).
Variables
target audience
Description
Define your ideal customer segments with relevant demographics, interests, and behaviors.
Variables
key messages
Description
List the primary brand messages, value propositions, or campaign themes you want to communicate.

Example Output

Social Media Audit & Optimization Framework for Bloom Skincare

 

1. Executive Summary

Bloom Skincare’s social media presence demonstrates strengths in visual branding consistency and content quality, but shows significant opportunities for improvement in engagement metrics, audience growth rate, and conversion effectiveness. This audit identified 14 high-priority optimization opportunities across Instagram, TikTok, and Facebook, with Instagram showing the strongest performance and highest ROI potential. The implementation roadmap prioritizes three critical initiatives: developing a community engagement strategy, implementing a user-generated content program, and optimizing content for algorithm performance.

 

2. Current Performance Assessment

Profile Optimization Scores:

  • Instagram: 87/100 (Strong)
  • TikTok: 64/100 (Needs Improvement)
  • Facebook: 71/100 (Adequate)

 

Key Findings:

  • Strong visual branding consistency across platforms (92% adherence to guidelines)
  • Incomplete optimization of profile elements on TikTok (missing relevant hashtags, incomplete bio)
  • Facebook page information outdated (old product lines still featured)
  • Instagram Stories Highlights effectively showcase key product categories

 

Content Strategy Effectiveness:

  • Content pillars are inconsistently implemented (educational content 32%, product showcase 45%, lifestyle/aspirational 12%, user testimonials 11%)
  • Posting frequency inconsistent across platforms (Instagram 5x/week, TikTok 1x/week, Facebook 2x/week)
  • Video content significantly outperforms static posts (3.2x higher engagement rate)
  • Limited testing of new content formats or approaches in past 6 months

 

Audience Quality & Engagement Performance:

  • Instagram engagement rate: 1.8% (below industry benchmark of 2.5% for beauty/skincare)
  • TikTok engagement rate: 4.2% (meeting industry benchmark)
  • Facebook engagement rate: 0.8% (below industry benchmark of 1.5%)
  • Audience growth rate declining across all platforms (-5% MoM on Instagram)
  • Comment sentiment analysis shows positive sentiment (76%) but low volume

 

Competitive Positioning:

  • Share of voice significantly behind key competitors in skincare sustainability conversations (7% vs. competitors’ 18-23%)
  • Response time to customer inquiries (average 12 hours) lags behind competitors (3-6 hours)
  • Content quality rated higher than 2 of 3 key competitors
  • Weaker hashtag strategy compared to competitors (17% lower reach potential)

 

3. Priority Improvement Opportunities

High Impact / Low Effort:

  1. Update and standardize profile information across all platforms
  2. Implement social listening tools to identify trending conversations in clean beauty space
  3. Develop hashtag strategy based on competitive analysis findings
  4. Create response templates for common customer inquiries to improve response time

 

High Impact / High Effort:

  1. Develop consistent content calendar aligning with product launches and seasonal skincare needs
  2. Create platform-specific content strategy with emphasis on video for TikTok and Instagram
  3. Implement user-generated content program focusing on before/after results
  4. Develop influencer collaboration strategy targeting micro-influencers in clean beauty space

 

Medium Impact / Low Effort:

  1. Increase educational content ratio to match audience interest indicators
  2. Implement weekly posting schedule optimization based on audience activity analysis
  3. Add product tags to all eligible content to improve shoppability

 

4. Implementation Roadmap

Phase 1: Foundation Optimization (Weeks 1-2)

  • Complete profile updates across all platforms
  • Implement hashtag strategy
  • Establish social listening protocols
  • Update response procedures for customer inquiries

 

Phase 2: Content Strategy Refinement (Weeks 3-6)

  • Rebalance content pillars (increase educational content to 40%)
  • Develop platform-specific content templates
  • Create 4-week content calendar with emphasis on video formats
  • Begin testing engagement-focused content formats

 

Phase 3: Community Building (Weeks 7-12)

  • Launch user-generated content program with clean beauty challenge
  • Implement engagement strategy targeting ideal customer segments
  • Begin micro-influencer outreach program
  • Establish weekly performance review process

 

Phase 4: Measurement & Optimization (Ongoing)

  • Set up automated reporting dashboard for KPIs
  • Establish A/B testing protocol for content types
  • Implement monthly competitive analysis reviews
  • Refine audience targeting based on performance data

 

5. Benchmark Standards & Success Metrics

Metric Current Industry Benchmark 90-Day Target
Engagement Rate (IG) 1.80% 2.50% 2.70%
Audience Growth -5% MoM +3% MoM +5% MoM
Response Time 12 hours 3-6 hours <4 hours
Content Consistency 65% 90% 85%
Conversion Rate 0.80% 1.20% 1.30%

6. Special Focus: Targeting Eco-Conscious Millennials

Based on your target audience of eco-conscious millennial women concerned about clean beauty ingredients, we recommend:

  • Developing educational content series on sustainable packaging and ingredient transparency
  • Creating comparison guides highlighting Bloom’s clean ingredient approach vs. conventional brands
  • Implementing UGC campaign focused on “#CleanBeautyRoutine” showcasing real results
  • Testing Instagram Live Q&A sessions with your sustainability team members

Pro tips

Social Media Audit and Optimization Framework
  • Begin your audit with quantitative data analysis before diving into qualitative assessment to identify patterns and areas of concern objectively.
  • Compare your social metrics against both industry benchmarks and your own historical performance to get a complete picture of where you stand.
  • Create a standardized scoring system for each platform that weights metrics according to your specific business objectives.
  • Don’t just audit what you’re posting – audit when you’re posting by analyzing your audience’s active hours against your publishing schedule.

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